Weekly Performance Pulse
Most recent week first, with five-week context and action guidance.
Five-Week Trend
Fast scan of the last five weeks with light commentary.
| Week | Marketplace Sales | Ad Sales | Organic Sales | Organic Ratio | Total ACOS | ROAS | YoY | Commentary |
|---|
Next Week Focus
Action plan tied to the most recent week.
Stabilize the WK24 recovery
Marketplace sales rose 13.3% WoW, but remain below WK20-WK22. Keep pressure on recovery without chasing spend blindly.
- Protect campaigns with ROAS above account average.
- Move budget into the targets that drove WK24 rebound.
- Watch total sales, not ACOS alone.
Fix SP efficiency volatility
Sponsored Campaign ACOS moved from 29.78% to 38.39%. That is the biggest efficiency risk in the current week.
- Separate core exact targets from broad / test traffic.
- Cap wasteful terms with poor order depth.
- Do not cut high-converting campaigns aggressively.
Use SB as a controlled growth lever
SB spend ratio rose to 9.22% in WK24. Keep testing, but require clear CTR and CVR thresholds before scaling.
- Refresh top creative and landing page paths.
- Prioritize terms with purchase intent.
- Evaluate SBV if video is underused.
Budget
Operate next week near a 16-19% Total ACOS range. Let efficient campaigns scale, but keep test budgets contained.
Organic quality
Organic ratio is healthy only if organic dollars grow. WK24 organic sales were nearly flat vs WK23, so paid recovery did most of the lift.
YoY gap
Product sales remain down 20.27% YoY. Prioritize sales recovery over additional efficiency tightening.
Hold Total ACOS under 19% while pushing marketplace sales back above $46K.
WK24 improved from the WK23 dip, but the account has not returned to the $49K-$52K sales band seen in WK20-WK22. The next week should focus on controlled scale: protect efficient SP, trim clear waste, and keep SB/SBV tests on a defined budget.